HSBC to to axe its Welsh-speaking customer service phone line following a “steady decline” in its use. The bank said an in-depth review had found the line was “no longer being fully utilised” with only 22 calls each day.
This compared to 18,000 calls made to its English-speaking lines. Moreover, said HSBC, 73% of Welsh-speaking customers used the service only "once or twice a year".
Samuel Kurtz, Conservative shadow Welsh language minister, said the decision was “bitterly disappointing”. Welsh language group Cymdeithas yr Iaith said it highlighted the need for “stronger legislation” to ensure equal-status bilingual services.
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From January 15, 2024, only English-speaking agents will be available to speak with the bank’s Welsh customers. Oliemata O’Donoghue, managing director of wealth and personal banking at HSBC UK, said the decision had “not been taken lightly”.
She wrote to Senedd Members who had demanded an explanation. “We recognise that for some customers, banking in Welsh is still their preference, so we can arrange a call-back in Welsh, within three working days, to help with any questions they may have.
“Whilst we understand it is not their first choice, we have confirmed that all customers are able to bank in English. We appreciate change can be difficult, and therefore we have created an outreach programme to support specific customers who hold vulnerabilities or call frequently.”
This will involve a “personalised call” to advise affected customers of the change, and to suggest alternative ways of banking. Other Welsh services will remain in place, including responding to customer correspondence in Welsh.
Half of the bank’s branches in Wales have Welsh-speaking staff, said Ms O’Donoghue. Some branches will continue offering a full translation service. “I want to reassure you that we remain fully committed to serving our customers in all parts of the UK,” she added.
Responding to the news, Mr Kurtz labelled the offer of a three-day call-back in Welsh a “token gesture”. He said: “With banks shutting their branches, leaving holes in our high streets, telephone banking has been a lifeline for a number of customers. For a bank operating globally in a number of languages, I strongly urge HSBC to reconsider their decision and to keep Welsh-language provision available for customers as and when they need it.”
Cymdeithas yr Iaith said HSBC’s stance offered further proof of the need for greater legal protections for the Welsh language. “This decision is extremely disappointing,” said Siân Howys, chair of the society’s Welsh language rights group.
“Instead of only complaining about it, or asking for an explanation, the Welsh Government should ensure that banks and the private sector, such as supermarkets, have a legal duty to use Welsh. They should offer a Welsh service of the same status and quality as their English service.”
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Welsh Language Commissioner, Efa Gruffudd Jones, has written to HSBC UK asking for an urgent meeting. Her office had offered advice on how to recruit Welsh speakers but there was “no evidence” that this had happened, she said.
Two years ago, HSBC UK launched an initiative to help branch staff in Wales learn Welsh. The bank also pledged to ensure all new branch signage puts Welsh first. At the time, the HSBC UK said it was “extremely proud” to have kept the Welsh language alive at its branches in Wales.
The origins of the bank’s business in Wales can be traced back to 1762, when the Banc y Llong (Ship Bank) was founded in Aberystwyth. This eventually became part of Midland Bank, which in turn became part of HSBC in the 1990s.
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